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Chapter 9. Winning People's Minds How to... > K.I.S.S.: KEEP IT SHORT AND SIMPLE

K.I.S.S.: KEEP IT SHORT AND SIMPLE

The Principle of Selective Attention

Most presenters overwhelm their audiences by drowning them in tidal waves of information. Human beings are simply incapable of absorbing, let alone remembering, the masses of data they are bombarded with every day.

Advertisers talk about the principle of selective attention, which says that consumers ignore most messages and focus their attention on a few key messages, usually one at a time. If you want to persuade, the message is: Limit the number of points you want to make; three to five are plenty.


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